Since more of the population are becoming more environmentally aware, Cadbury Schweppes need to ensure that they are maintaining a high standard of care within the areas in which they operate and thus keeping stakeholders happy.
4. Emergent and prescriptive approaches to customer strategy.
Both emergent and prescriptive approaches are usually employed in the development and maintenance of customer strategy.
An emergent strategy approach may be needed in the context of unmet customer needs or more general marketing research in difficult areas. It may also be required to ensure that customer service and quality are continually improved. Emergent corporate strategies are those whose final objective is unclear and whose elements are developing during the course of its life, as the strategy proceeds. It takes a more experimental view of trial and error and that there is no final agreed strategy but rather a series of approaches to experiment with to see which one could be expanded further. .
This can prove to be costly - especially when the strategies are involving a large company such as Cadbury Schweppes. It may be unusual for Cadbury Schweppes to use this type of approach as many strategies that they implement may be on an international scale and revenues may be wasted on a scrapped project.
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A prescriptive approach is one whose objectives have been defined in advance and whose main elements have been developed before the strategy commences. One could say that the strategy has been prescribed in advance, as everything is clear from the outset.
A prescriptive approach will be required in other contexts, especially where the customer is concerned. If the customer is to be assured of value for money, then it will be necessary to have a clear understanding of the product or service being sold at the price quoted. There can be no sense of trial and error like the emergent approach. This approach demands greater clarity and precision of the final outcome.